The Brand Behind the Binge: Understanding Streaming Series as Brands
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to contribute to an expansion of what can be considered as a brand. Specifically, this paper examines how streaming series can be seen as brands through a brand identity lens.
Methodology: A qualitative research approach, with a social constructivist perspective, has been done by applying the Brand Identity Prism, with the additional element brand promise, to analyze the streaming series Friends, Shogun, and Breaking Bad.
Findings: The paper found that the series actively use branding through expressing clear personalities, reinforcing strong relationships with its viewers, and communicating a strong brand identity through opening credits and brand name.
Originality/value: This paper contributes... (More) - Purpose: The purpose of this study is to contribute to an expansion of what can be considered as a brand. Specifically, this paper examines how streaming series can be seen as brands through a brand identity lens.
Methodology: A qualitative research approach, with a social constructivist perspective, has been done by applying the Brand Identity Prism, with the additional element brand promise, to analyze the streaming series Friends, Shogun, and Breaking Bad.
Findings: The paper found that the series actively use branding through expressing clear personalities, reinforcing strong relationships with its viewers, and communicating a strong brand identity through opening credits and brand name.
Originality/value: This paper contributes with new insight into an additional field of branding that previous literature has largely left unnoticed. A new terminology was coined, namely series branding, contributing to the field of strategic brand management.
Keywords: Streaming series, brand identity, brand personality, brand relationship, series branding
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9178098
- author
- Elmér, Ella LU ; Rydin, Matilda LU and Hellström, Sara LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Streaming series, brand identity, brand personality, brand relationship, series branding
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9178098
- date added to LUP
- 2024-11-22 14:57:29
- date last changed
- 2024-11-22 14:57:29
@misc{9178098,
abstract = {{Purpose: The purpose of this study is to contribute to an expansion of what can be considered as a brand. Specifically, this paper examines how streaming series can be seen as brands through a brand identity lens.
Methodology: A qualitative research approach, with a social constructivist perspective, has been done by applying the Brand Identity Prism, with the additional element brand promise, to analyze the streaming series Friends, Shogun, and Breaking Bad.
Findings: The paper found that the series actively use branding through expressing clear personalities, reinforcing strong relationships with its viewers, and communicating a strong brand identity through opening credits and brand name.
Originality/value: This paper contributes with new insight into an additional field of branding that previous literature has largely left unnoticed. A new terminology was coined, namely series branding, contributing to the field of strategic brand management.
Keywords: Streaming series, brand identity, brand personality, brand relationship, series branding
Paper type: Research paper}},
author = {{Elmér, Ella and Rydin, Matilda and Hellström, Sara}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{The Brand Behind the Binge: Understanding Streaming Series as Brands}},
year = {{2024}},
}